Funkin produces all-in-one cocktail sets

Funkin, the creator of fruit purées, syrups and pre-batched cocktail mixers, is targeting the convenience channel with a trio of premium cocktail ingredients packaged in Funkin shakers.

The trio of ready to shake and make cocktails includes a Skinny Mojito, Passion Fruit Martini and Strawberry Daiquiri.

Funkin is investing £500,000 to support the launch, marking the brand’s largest outdoor and digital advertising campaign, which will be amplified with social media, PR, national sampling and in-store activity.

The campaign will appear across the London Underground network with digital panels as well as on Facebook and Spotify, providing consumers with 27 million opportunities to see Funkin’s new mixer range and encouraging them to share their cocktail experience using the hashtag #shakerface.

This Funkin innovation breaks down the barriers of creating cocktails at home by providing consumers with the equipment they need—the shaker and the mixer. Shoppers simply need to add spirit and ice, shake and serve. The three-piece shaker has a measuring cap and measure line to allow for the addition of the precise amount of spirit and a strainer to filter a perfectly chilled cocktail from the ice. Each Funkin shaker makes four cocktails and has an RRP of £4.

To help communicate this message, Funkin is also supporting retailers with ‘Make it Shake’ point of sale, as well as advertising on branded bags of cubed ice.

Funkin managing director, Andrew King, says: “Funkin is leading the way in cocktail innovation by providing the convenience channel with a perfect product to help retailers tap into the cocktail craze. Our new shaker range is designed specifically for the off-trade making it easy for on-the-go consumers to prepare bar-quality cocktails at home quickly, eliminating the guess work. With 90% of households buying alcohol and the category being the second largest in convenience, our new range provide a great opportunity for convenience stores to capitalise on the growth of cocktails.

“There is a huge untapped opportunity in convenience for increased spirit sales and we are excited to provide our customers with a point of difference in the spirits aisle. This product will allow retailers to increase spirits sales and total basket spend by catering to customers looking for easy entertaining options.”

Funkin’s cocktail-ready shakers are available in 6x400ml cases and have a nine-month ambient shelf life.

19 May 2017 - Sam Coyne The Drinks Report, news editor